Friday, August 22, 2008

Toms does it again!

For two years, TOMS Shoes has been a shining example of a For Benefit company. Toms has a One For One program; for every pair of their Argentinian-style canvas shoes (known as alpargatas) sold, one pair of TOMS is given to a child in need. Founder Blake Mycoskie and team have travelled to Argentina and South Africa for their soon-to-be-famous “shoe drops,” where they fit the kids personally with the new shoes.

This season, Blake’s come up with a new out-of-the-box design-”The Wrap Boot.” Inspired by his polo playing days in Argentina, Blake modeled The Wrap Boot after the “polo wraps” wound around the bottom of a horse’s cannon bone during a match, which serve as both decoration and tendon support. The Wrap Boot is made with a classic alpargata base and a stretched elastic upper with velcro closures, and comes in five colors. If you’re a TOMS fan, welcome to your new Winter shoe.

With the launch of this new boot, Blake has made it a TOMS Shoes mission to eradicate Podoconiosis, a debilitating condition found primarily in rural districts of Ethiopia which causes swelling and ulcers in the lower legs and feet. The disease is 100% preventable by wearing shoes that are able to keep the soil completely away from the skin, so TOMS has pledged that for every pair of wrap boots purchased, they will give a pair of specially-designed footwear to an Ethiopian in need.

In addition to playing polo, this Renaissance man also has a past with screenwriting and directing, so Blake headed back to Argentina to shoot a short film to promote his new shoe.

No Polo Widow from TOMS Shoes on Vimeo